Those results confirmed longstanding research from Horowitz highlighting the importance of multicultural audiences, making clear that multicultural audiences are a central part of the sports audience. The World Cup demonstrated that live sports can successfully operate in an ecosystem where linear and streaming are complementary. The tournament brought those behaviors to life, with fans using the World Cup to connect across geographies, cultures, and generations. The scale and nature of engagement during the 2026 World Cup also reinforced the value of live, multicultural sports environments for advertisers. In addition, the momentum from the 2026 FIFA World Cup is already extending into the next chapter of global soccer.